Chapter 31Never compromise on creativity when you know it is the right thing to do for your brand and your customers.
The Boston Globe loved everything about Kodak’s new pocket video camera, the Zi8. Well, almost everything. It loved everything except the name. Which sucked. In fact, the writer hated it so much he had made it the opening of his amazing review: “When Kodak needed a name for its new pocket video camera, its marketing geniuses came up with something dreadful: the Zi8. Happily, the name’s the only thing about it that’s lame.”
And what marketing genius had come up with the name? Well, I wasn’t the one who started naming our products the A series, the B series, and so on (thank God we had gotten to Z), but I had to step forward as ...
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